This new integration will allow The Trade Desk’s extensive client base of ad buyers to experience the benefits native outstream video offers for audiences and brands. It expands upon the existing RTB-integration with the The Trade Desk we announced in March last year, and will allow The Trade Desk's buyers to purchase in-feed native video placements across thousands of premium sites and apps through the Sharethrough Exchange (STX).

This new capability will be available through The Trade Desk’s self-service platform, which empowers ad buyers to manage data-driven digital advertising campaigns across various advertising formats, including display, video, audio and social, on a multitude of devices, including computers, mobile devices, and connected TV.

“Native video helps improve the consumer ad experience by enabling integrated video storytelling and we’re just scratching at the surface on the immense growth opportunity ahead,” said Tim Sims, VP of Inventory Partners at The Trade Desk. “Done right, native video empowers brands to cultivate a genuine connection with consumers by delivering the most relevant content in the right context. We look forward to expanding our partnership with Sharethrough to further drive the premium programmatic market and to deliver an unmatched precision and scale for advertisers.”

At Sharethrough we believe that as more brands realize the huge impact native outstream video can have, and consumers appreciate the user experience, it is integrations like this that are going to provide the scale needed to bring native video to massive new audiences in 2017. The Trade Desk’s buy-side tools are best-in-class and they work with some of the most forward thinking buyers in advertising. To be able to partner with them on an integration like this is huge validation of the potential that native outstream video offers.

Native outstream video is expected to be a massive driver of growth in the native advertising market this year – in itself expected to cross $20 billion in spend in 2017, according to Business Insider Intelligence. In 2016, Sharethrough reported $140 million in gross native ad spend through its platform, with more than a third of that spend coming from native video and native video impressions increasing 500 percent year-over-year.

Usually autoplaying silently in feed, running with a headline and description for context - native outstream video has been shown to offer a positive audience experience and return significant increases in brand lift, favorability and ad recall with just a few seconds of exposure, according to industry research.